The Art of Presentation Sabotage: Web Summit 2023 and Bad Slides
Presentation design tips no agency is going to tell you
Presentation design is a powerful tool for communicating ideas, selling products, and inspiring action. Despite the power of effective presentations, most fall victim to poor design choices, making it difficult for your audience to understand your message, killing interest in your topic, and even making you appear unprofessional.
Having worked as a Digital and Presentation Designer since 2017, I’ve seen thousands of bad slides. The importance of presentation skills is often overlooked in our education system, so I don’t condemn anyone for not having the right skills. In this article, I’ll talk about the most important aspects of a presentation and point out the most common mistakes I saw during Web Summit 2023 pitches. I personally never attended the event (the ticket price costs one kidney at least!), but every year I make sure to not miss the pitches, that are available on Web Summit’s YouTube channel.
1. Your slides do not reflect your business’s brand at all
When it comes to business presentations, aligning slide design with the company’s brand is not just an aesthetic concern, it’s a strategic move. When slides deviate from the company’s established branding guidelines, they create a disconnect between the message and the messenger, hurting the overall credibility and professionalism of the presentation.
The mismatch between the presentation’s visual elements and the company’s brand identity sends a mixed message to the audience. They may question the company’s ability to maintain consistency and professionalism, casting doubt on the overall message being conveyed.
A presentation that consistently employs the company’s signature colors, fonts, and design motifs creates a sense of cohesion and unity. The audience subconsciously associates the visual elements with the company’s brand, reinforcing the credibility and trustworthiness of the message being delivered.
Designing presentation guidelines goes beyond mere graphic design. It’s about aligning visual elements with the company’s brand essence and messaging goals. While graphic designers excel in creating visually appealing designs, presentation design specialists possess the expertise to develop guidelines that integrate brand identity into the presentation framework. Establishing design guidelines provides a roadmap for visual consistency, ensuring that all slides adhere to the company’s branding and messaging.
2. Slide frame
A slide frame serves as the foundation upon which all other visual elements are built. It establishes a consistent visual framework that organizes the content and maintains a sense of cohesion throughout the presentation. Without a slide frame, slides often appear cluttered, disorganized, and lacking in visual hierarchy.
The absence of a slide frame creates a sense of visual chaos, making it difficult for the audience to focus on the key takeaways and follow the flow of the presentation. When you change slides, it’s possible can see “jumping” elements that are supposed to look the same on all slides (eg. company logo, headers and/or footers, page number).
3. Lack of consistency
Consistency is the backbone of effective presentation. When design elements vary across slides, it introduces confusion and disrupts the rhythm, diminishing the overall impact. It’s essential to establish a consistent design style that aligns with your brand identity. This not only enhances the professional appearance of your presentation but also reinforces your message cohesively. I’m not saying that all slides should have the same structure. I would suggest creating a set of different layouts that maintain variety while following the established guidelines.
First and foremost, when starting a presentation, consider developing a comprehensive style guide. This guide should outline all design elements, including colors, fonts, imagery, and layout preferences. Depending on your proficiency with presentation software, you may also incorporate animations for added engagement and some interaction.
Using the right tools and resources for consistent design principles is equally important. Leverage design software features that enable template usage, ensuring that each slide follows the established guidelines effortlessly. In my experience as a presentation designer, I combine Illustrator, Photoshop, and PowerPoint to design presentations for my clients. PowerPoint remains my preferred choice due to its versatility, but alternatives like Google Slides, Pitch, and the potential of Figma offer viable options. The choice ultimately depends on your preferences and workflow.
4. Mastering alignments
This is where true presentation crimes happen — subtle yet insidious, these design errors often go unnoticed, yet their impact is deep. Establishing a grid system becomes the first line of defense against these subtle design mistakes, offering a structured foundation for visual harmony. From text to images, mastering precise alignment is not just about aesthetics but a strategic move to safeguard against distractions and uphold the credibility and impact of your entire message. Also, take advantage of the alignment tools provided in your presentation software.
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5. Simplifying your content
It’s crucial to balance sharing information without overwhelming the audience. Imagine the vast Altice Arena, the busy location of the Web Summit, which can accommodate over 71,033 attendees. I have seen presentations where slides are cluttered with minuscule text and excessive content, making them hard to read, especially for those seated further back. This visual overload can transform Pitches into tedious experiences.
Finding the right balance ensures each element serves a purpose, conveying the presenter’s key points without overwhelming the audience. In presentations, simplicity often leads to a more focused and memorable delivery. Only keep the essential key takeaways, making it easier for your audience to absorb the content. Also, do not forget to make a good choice of typography usage.
6. Inconsistent Imagery
Images play a crucial role in enhancing the visual appeal and conveying the presenter’s message. However, when images are treated inconsistently, they can disrupt the visual flow and detract from the overall effectiveness of the presentation.
I’ve encountered presentations where some slides feature high-resolution, professionally edited images, while others showcase low-resolution, poorly cropped images. This difference in image quality creates a sense of creating a sense of visual confusion, making the presentation appear unprofessional and lacking attention to detail.
To ensure visual consistency in image treatment, it is essential to establish clear guidelines for image usage. Define the preferred image resolution, file format, and editing style, filters, to ensure that all images adhere to a unified aesthetic. Additionally, carefully curate the selection of images, ensuring that they are relevant to the presentation’s content and contribute to the overall message being conveyed.
By maintaining consistency in image editing, you can create visually cohesive and impactful presentations that engage the audience and reinforce the message being delivered.
7. Rethinking Bullet Points
I have seen “PowerPoint evangelists” preaching against the use of bullet points. It’s a tool that can become limiting when overused. The reliance on bullet points as a primary method of conveying information can transform a presentation into a boring and uninspiring experience. There are interesting ways of using them, you can find inspiration on Pinterest and free graphic resources on Freepik.
To break free from bullet overuse, consider alternative methods for presenting information. Encourage the use of storytelling, captivating visuals, icons, and engaging narratives. By incorporating these dynamic elements, presenters can create a more compelling presentation experience.
8. Absence of Visual Hierarchy
Visual hierarchy plays a crucial role in guiding the audience through the content, ensuring effective communication of key takeaways. Without a clear visual hierarchy, slides become a chaotic mix of competing elements, leaving the audience overwhelmed and unable to discern the presenter’s intended focus.
A slide where images, text, and other visual elements are placed randomly across the slide, lacks any sense of order or organization. This chaotic arrangement of elements creates a terrible experience, making it difficult for the audience to follow the flow of the presentation and grasp the key concepts.
To establish a clear visual hierarchy, presenters should employ a variety of design techniques, including typography, size, color, and positioning. By using larger, bolder fonts for key points and smaller fonts for supporting details, presenters can visually differentiate the levels of information. Also, using a color palette that emphasizes important elements and applies color subtly for supporting details can enhance visual hierarchy.
Careful placement of elements on the slide is vital for creating a visual hierarchy. Putting essential information at the slide’s center, where the audience naturally looks, ensures it gets primary attention. On the other hand, less important details can be placed at the slide’s edges or presented with lighter visuals to reduce their prominence.
9. Avoid boring charts
Data presentation demands more than just numbers — it’s about creating data visualizations that engage and captivate your audience. The default chart options in presentation software often lead to uninspired and ineffective data visualizations. A presentation where charts lack clarity and visual appeal leaves the audience struggling to understand the data. To break free from this boredom, experiment with creative data visualization techniques.
To summarize, design is not merely an aesthetic concern but a strategic move that can either elevate or sabotage your message. Reflecting on the common mistakes discussed here, from brand misalignment to chaotic visuals and charts, it becomes clear that effective presentation design is crucial for successful communication, especially at big events like Web Summit. You want to impress the world. Consistency, clarity, and creativity are the pillars that transform ordinary slides into compelling narratives, capturing your audience’s attention and leaving a lasting impression.
Seeking a presentation designer to transform your pitch into a funding magnet or just need a branded template?
👋🏾Olá! I’m Matilde, a Digital and Presentation designer with over 7 years of experience, based in Portugal. I can help you create a custom template for your business, data visualizations, and animated slides. Reach out and let’s turn your ideas into visually stunning and engaging presentations!
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Matilde
